That told me that Sarah was on-board in realizing the untapped opportunities with marketing to women for credit unions.

But nothing speaks louder than actions, and the choice of this years primary keynote speakers for THINK 13 tells me that Sarah & Co. really do "get it"!

The choice of Margaret Heffernan is obviously an affirmation of championing women...just check out her resume and the titles of her books.

But what many may not know is what a marketing to women "champion" the other main keynote speaker, John Costello, is.

Costello has a long history of championing women as a dedicated part of his marketing plan with all of his past employers.

I started following him years ago when he championed "the softer side of Sears". And when he arrived at Home Depot, he immdiately took on Lowes, who had built quite a sales increase by specifically engaging women.

Costello belives in using the subtleties to engage women, so instead of making tools specifically for women, he chose to emphasize teaching women to use tools. Thus You Can Do It...We Can Help!

Any way you look at it, Costello has built a lot of his success leveraging the power of the purse.